FrieslandCampina Achieved Highest-Ever Market Share With Digital Campaign in Vietnam

In the past ten years, Vietnamese consumers have drastically changed how they consume media, interact with brands, and buy products. With this in mind, FrieslandCampina shifted its budgets to reach new moms where they turn in moments of need: online. The digitally led campaign led to some “amazing” results, said the brand’s marketing director.

GOALS
Increase market share and provide nutrition solutions and products to more moms
Move offline spending online: Change the media strategy to fit moms’ media consumption
Boost top-of-mind awareness for the brand
APPROACH
Moved offline spending online to match audience shifts in media consumption
Ran ad campaign across Google Search, Google Display Network, and YouTube
Delivered relevant messages at the right time
RESULTS
Achieved highest-ever market share in just eight months
Increased new users by 147% (vs. same period in 2015)
Top-of-mind awareness hit highest number ever in Q1 2016

FrieslandCampina (FCV) is one of the world’s largest producers of milk and has been operating in Vietnam for nearly 20 years. The company wanted to get its messages in front of the most digitally active audiences in Vietnam—moms—in their relevant micro-moments.

Here’s what happened:

Real-Time Data-Driven Creative: the Next Frontier?